Web Commercials and Advertising Hierarchy-of-Effects

Building brand relationships online: A comparison of two interactive applications

“…Therefore, media experience probably plays a more important role in advertising effectiveness online than offline (Bruner and Kumar, 2000). Because the Internet is still in its infancy, we would expect a large variation in Internet experience among consumers in the general population, and this variable may thus play a central role in marketing effectiveness.…”

“…Because the Internet is still in its infancy, we would expect a large variation in Internet experience among consumers in the general population, and this variable may thus play a central role in marketing effectiveness. The few studies that have been conducted on Internet experience, have concluded that this is an essential variable when trying to understand people's attitudes and behavior on the net (Bruner and Kumar, 2000;Takacs, Reed, Wells and Dombrowski, 1999). For example, Bruner and Kumar (2000) found that when consumer experience with the Internet increased, attitudes toward web-sites tended to be more favorable in general.…”

“…The Brand Relationship Quality framework (Fournier, 1998) was used to test potential effects. Moreover, Internet experience was included as a moderator variable, because this variable has been shown to affect both consumer perception of web-sites (Bruner and Kumar, 2000) and consumer behavior in electronic markets (Liang and Huang, 1998).…”

The effects of interactivity and product information on consumers' emotional responses to an online retail setting

“…The emotional states of pleasure and arousal were measured using the nine-point semantic differential scales developed by Mehrabian and Russell (1974), with six items being used to measure each emotional state. The likelihood that a respondent would purchase a product from the website was measured using a four-item seven-point semantic differential scale adapted from MacKenzie et al (1986) that had also previously been used in a web-based setting (e.g., Bruner and Kumar, 2000). .82 I thought this website had the ability to respond to my specific requests for information so I could access it quickly and efficiently.…”

Continued Usage with Attachment on Mobile Devices Influencing Perceived Value and Perceived Enjoyment

“…They found that a structured ｢정보시스템연구｣ 제24권 제1호, 2015년 3월 -122 -learning experience was more beneficial than a self-training experience. Bruner and Kumar (2000) argued web sites that appear complicated to customers with low Internet experience are probably not as difficult to handle by customers with high internet experience. The results from prior studies indicate that a customer's experience is important in understanding a customer's perceptions, attitudes, and behavior in online environments (Nysveen and Pedersen, 2004;Tan and Teo, 2000).…”